Rügenwalder Mühle’s New Chief Emphasizes Meat Alternatives
The newly appointed head of the Rügenwalder Mühle, Jörg Pfirrmann, has reiterated the company’s strong focus on meat alternatives. In an interview with the Handelsblatt, Pfirrmann expressed his confidence in the growing demand for plant-based products, stating that the market for meat substitutes will not remain a niche.
Pfirrmann, who took over as CEO in the new year, highlighted the company’s success in defending its market leadership in Germany, with a 43% market share. The company reported a 4% increase in revenue in the first quarter of 2025, while the industry as a whole experienced a 6% decline.
When asked about the price parity between meat products and plant-based alternatives, Pfirrmann believed it is still too early for such a development. He suggested that meat should increase in price, rather than plant-based options becoming cheaper. According to Pfirrmann, meat is still too affordable in Germany.
Pfirrmann, 52, has been with the company for some time, having previously served as the chief financial officer. He took over the reins from Michael Hähnel and succeeds him as the head of the Rügenwalder Mühle. The company, based in Bad Zwischenahn, Niedersachsen, was sold to the Kölner Zuckerhersteller Pfeifer & Langen by the Rauffus family at the end of 2023.